New PSP Campaign Targets Teens

May 2nd, 2007, 21:35 Posted By: wraggster

via Nextgen

In light of the recent $30 PSP price cut, Sony Computer Entertainment America is launching a new national marketing campaign for the handheld aimed primarily at 13-17 year olds.
Entitled Dude, Get Your Own, the campaign will use humor to portray the PSP as a much sought after portable system, ideal both for gaming on the go and multimedia functions such as video and music playback.

The ads will run throughout May during broadcasts of shows popular with teenage audiences such as King of the Hill, South Park, the NBA Playoffs and WWE Smackdown.

Speaking to Wired, PSP senior product manager John Koller (pictured) said, Most of our registered owners database stats have shown the 13-17 year old consumers far outpacing other groups in terms of purchase. The intend-to-purchase crowd is living mostly in that group as well.”

Later this week, Sony will release six vignettes that build on the advertising campaign to further inform consumers about the PSP over a new website. The vignettes will also form part of a wider online campaign on various gaming and lifestyle websites.

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